The volume and complexity of digital data today often paralyses companies. With so much to be observed and so many insights to be generated, where should strategic marketers start? According to Jason Juma-Ross, Accenture's Australian Interactive lead, success lies not in generating the 'best' answer, but in getting to a better answer faster than your competitors. Here, he explains how customer relevance, delivered at scale and speed, is the next frontier for competitive advantage.

1. Relevance, scale & speed
Jason Juma-Ross
@ideasoc
Copyright © 2012 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.

2. Copyright © 2012 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.

3. Relevance works
Improvement in Conversion Rates Net Revenue Improvement
Percentage Improvement vs. Base
90% 90%
70% 79% 70%
66%
50% 50%
50% 52% Net Rev.
30% +18%
30% Orders
31%
10% +7%
10% 17% 18%
-10%
-10%
Projects Example Project
NB. Typically, projects are designed to optimise a stage in the online transaction process, such as click through from a promotional microsite into a
transactional process. The order or purchase process resulting from improved click throughs can also be measured and net revenue improvements
modeled. The results shown are from a series of typical projects in the APAC region executed between 2005-2009.
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4. Business outcomes vary enormously
Sales Service Stuff….
Mobile postpaid sales on-line Mobile postpaid self-service customers Service attach rate
35% 55% 23%
22%
12%
14% 9%
3%
1%
Operator X Average Top Operator X Average Top Operator X Average Top
Performer Performer Performer
Web sales capability in place Product complexity Service attach rates
increasing growing
Web adoption Web adoption low But not fast enough
low, SAC/SRCs remain PTS market rapidly evolving
high
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5. Barriers to delivering relevance
• The knowing-doing gap
• The technology gap
• The culture gap
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6. The knowing-doing gap
What we say… What we do… Unrealised potential
Dynamic, granular or one-to-one
Personalisation drives better
1 interactions & higher conversion
5 segments segments optimised for
outcomes
Allocate budget to digital & 10% on digital Higher overall ROMI and more
2 interactive; less to traditional (up from HOFA) intelligent allocations
Building a multi-channel Design an omni-channel delivery
3 customer experience
Mobile app.
around customer touch-points
Explore social for content
We’re engaging with the user
4 in social media channels
Facebook page creation, service, sales , &
engagement
Big data is a core plank in our Reengineer legacy data strategy
5 customer strategy
Unstructured data pilot
from the ground up
Investing in our analytics & Real-time optimisation integrated
6 data-driven marketing
BI & reporting team
to business process
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7. The technology (& scalability) gap
Our customers demand a more granular and continuous content and functionality
development cycle than is possible in the current paradigm
New Paradigm
Complexity Dimensions
Platform based,
componentised dev.,
5 Cust. Segments 12,150 Treatments flexible architecture with
analytics linking
2,430
content, usage, and
3 Channels value
+
Relevance
6 Regions 810
Current Paradigm
1,350 Monolithic web
27 Brands development & digital
Current supply chain. Analytics
5 Treatments used primarily for
5 Product categories reporting purposes
1 Treatment
Unit Delivery Cost +
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8. Lagging Leading Emerging
STATIC ‘ONE-SIZE FITS SYSTEMATIC, SCIENTIFIC AGILE, INTELLIGENT
ALL’ WEB SITES OPTIMISATION DELIVERY
Search Social Display Personalisation
(HTML)
Web Skin Core Systems Componentised
(Aligned)
(HTML Layer) Architecture
Search Social Display
Foundational
Components Intelligence Driven
(Analytics) Intelligent
Adaptation
Analytics Applications,
(Reporting) transactional, and
service platforms
Customer
Data Cloud
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9. The culture gap
Internal barriers External barriers
• Internal siloes • Privacy expectations
• Management misalignment Which is more important to you?
• Last-century legal structures
66
Companies presenting me
61
relevant offers
64
34
Companies no longer tracking
39
my website activity
36
UK USA Total
0 10 20 30 40 50 60 70
Copyright © 2012 Accenture All Rights Reserved. August 2012, n = 2,000 UK & USA online respondents. Accenture Research 9

10. INTELLIGENT DIGITAL PLATFORM
Channels Marketing Dashboard
Web Mobile Kiosk Gaming Digital Exp Dashboard Cross Channel Publishing Center
Digital Optimization Layer Advertising
Profile Enzgine ADO Rendering Rules Intelligent Meta-Data Website Plug-in Syndication Plug-in
Display Advertising
Display Advertising Management
Reporting Advanced Profiling Email Plug-in Search Plug-in Mobile Plug-in Plug-in
Mobile Advertising
Analytics Paid Search
Offline Attribution Management
Campaign Analytics Email Analytics Search Analytics Analytics Video Analytics Optimization Analytics
Integrated Digital MMM Integration Shopping Analytics Web Analytics Display Advertising
Analytics
Syndication Marketing
Non-Advertising Site Advertising Campaign Trigger Marketing Lead Management Email Marketing
Management
External Services Content Management Customer Profile
Profile Web Workflow Aggregation Corporate Dictionary Registration Account
Reverse IP Lookup Meta-data Translation Campaign Asset Profile Profile Data
Management Management Integration
Census Authoring Publishing Localization Advanced Profiling
Commerce Portal, Presentation & Access Common Services Product Catalog
Template Internationalization Accessibility
Buy it Now Management Specifications Schema
Survey
Validation Services Session-State Site Layout
Loyalty Management
FAQ
Ratings / Reviews Catalog Management
Viewpoints Search Social Media
Contact Us Commerce
Basic Blog Ratings / Review
Submit Code Order Management Payment
Help
Advanced Wiki Chat
Content Life Tools Order Capture 3rd Party Commerce
Social Network Viral Marketing Integration
Faceted Integration
CDN Product Guides
Referrals
Architecture Services
Mediation Security Infrastructure Exception Handling Audit Logging Caching Services Data Access Consumer Data
Services Services Services Services
NB: for illustrative purposes only
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11. High level solution design for intelligent digital
Data & Business Presentation Customer Customer
Analytics Tier Tier Interface Segments
Actions > Content & Services > Templates >
Security & Standards
Ten essential ‘how to’ components
① Put the customer at the centre of design ⑥ Deploy complementary assets to drive
integrated customer communications
② Use analytics to continuously optimise for
business and customer outcomes ⑦ Monitor site integrity and optimise for
search, social and mobile customers
③ Deliver a tiered, secure, architecture
capable of adapting and scaling to ⑧ Deploy experienced on-site teams to
changing needs design and manage design and delivery
④ Surface the right, device-appropriate ⑨ Leverage efficiencies of an
content for each user offshore, virtualisation, & cloud services
⑤ Utilise native or third party 'widgets' as ⑩ Adopt an 80/20 approach to innovation
components driving the user experience
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12. Relevance = business de-averaged
1960 1980 2000 2020
Broadcast Paradigm Intent Paradigm
Campaigns
Demand
Campaign
Demand
Profile
Profile
Population Population
Demog. Simple Single Uniform Intent Multiple Fragmented Campaign
Segment Offer Channel Campaign Segments Offers Channels Relevance
Local
Mobile
Social
Bundle
Search
Web
eDM/DM
IPTV,
etc
Hindsight based business Relevance, scale, & speed
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